In an age when we don't eat until we've taken a picture of our food for Instagram, or asked someone else to take a picture of us eating said food, Carl's Jr in the US is making the most of the trend.
On the new X Men Makeover site, your burger selfie will be transformed X-Men style, so you're likely to turn a bright shade or blue, get a whole lot of facial hair or grow claws. And to spread the word the brand wants you to use the hashtag #eatlikeyoumeanit.
We can imagine it may be dangerous to eat a burger when your nails have turned into giant spikes and your beard is full of crumbs. The campaign is supporting the next installment in the franchise: Days of Future Past.